Whether you elect to work with a casino marketing agency or do it all in-house, here are some things to keep in mind as you plan your casino marketing strategies.
Know Your Customer
The gambling industry is all about the thrill of the game, so plan your marketing to appeal to hard-core players. Create contests, loyalty programs and referral marketing plans that make it fun and rewarding for your customers to spend more, and come back again and again with friends in tow.
Also remember that the experience is often more important to the casino visitor than the gambling itself, so make your messaging appeal to your customers’ sense of pleasure, excitement and fun. Your branding, signage and web design should all appeal to these emotional triggers.
Every casino will attract a slightly different clientele, with variations in age, gender, social background and interests. The more you can speak the language and appeal to the interests of your unique customer base, the more profitable your marketing will be.
Internet marketing is a great way to discover how your customers think. By tracking responses to pay-per-click (PPC) ads and email marketing, you can quickly close in on the most appealing messages and opportunities to offer your customers. If this is not something that falls within your area of expertise, consider consulting with an experienced casino marketing firm that can help you create profitable online marketing for casinos.
Attract the ‘Now’ Crowd …
The lowest-hanging fruit in terms of attracting new customers is to get yourself in front of people who are actively looking for gambling and/or recreational opportunities.
Offline, the primary way to do this is through advertising. Since gambling is often a spur-of-the-moment decision, place your ads strategically to reach the impulse gamer. Billboards and highway signage are a great place to start. Radio, travel magazines and TV ads also can be effective.
Online, you’ll want to be sure your casino ranks high on the page when people search for casinos, gambling or recreational opportunities. Therefore, it is highly important to implement a strong SEO (search engine optimization) campaign.
Since gambling is a highly social activity, social media is also a perfect marketing tactic for casinos. Find out which social platforms your customers prefer, and create a social media strategy that keeps them excited and engaged.
Finally, PPC advertising is a great way to drive traffic to your casino website at will. It’s especially good to use when you are running a special or need to fill an event.
…and the ‘Once’ and ‘Future’ Gamers
Email marketing boasts higher delivery to and response from online audiences than any other medium. Use an email campaign to nurture potential visitors, and to encourage existing customers to return repeatedly for more gaming fun.